digital portfolio - anshul kumar
TRANSCRIPT
Myself in 5 tweets
Creative, Quick Learner and Good Observer… #ThatsMe and how I like describing
myself .
Building communities, garnering fans and interacting with them for a purpose –
#MyPassion.
ATL, BTL, Digital, SEO & e-commerce Content – Some frontiers conquered and some
more to scale! #MyCompetencies.
My understanding of #Engagement – Not restricted to Facebook, Twitter, Linkedin,
Pinterest & YouTube.
Photography, Movies, Mythology, & Traveling - That s me #BeyondWork
Southern Travels - Facebook
url: /SouthernTravels
Management Period: April 2013 – December 2013
Hotel Southern - Facebook
url: /HotelSouthern
Management Period: April 2013 – December 2013
Sujan Luxury – Instagram
url: /SUJANLuxury
Management Period:
October 14 – May 15
Anand Group India - Linkedin
url: /company/120881
Management Period: October 14 – May 15
AskmeBazaar Books – Facebook & Twitter
url: /AskmeBazaarBooksnPublications
Management Period: September 15 – February 16
Wool Celebration Moment – Woolmark
The Woolmark Company is a leading wool textile company, which promotes the use of wool
in different aspects of life. With loyal customers across the globe, Woolmark I dia s annual
event – Wool Celebration is a unique initiative by company to highlight the wool fashion.
The company wanted to integrate this offline activity with the online space and create
awareness about the event.
Idea & Execution
Using Social Media tools, required aid was given to Wool Celebration in the online space.
Wool Celebration Mo e ts Contest
Every week a theme was introduced
and the users were asked to share a
picture related to the theme. The
most relevant pic was declared as the
weekly winner.
The Woolmark India Facebook Page
hosted the Wool Celebration
Moments Contest during the winter
season. This 7 week long contest
directed people to share their fun
winter moments.
Facebook Regular posts and albums were uploaded on the official Woolmark India page to
keep the fans regularly updated with the activity. The posts included the Facebook app posts,
show case of designer Pankaj & Nidhi s capsule collection (who promote wool fashion in
India) and album uploads.
Colors of India - Xerox
One of the oldest innovation companies, Xerox wanted to enter social media space with
their Facebook page. They asked for an engaging activity, which would induce the brand
and their main product- Color Printers, on the social network.
Idea & Execution:
Xerox brings to life the colors of India with its innovative range of printers . With this
thought as inspiration, the idea of a Facebook contest – Colors of I dia was incubated.
Through this contest, users could share their clicks showing the diverse colors of India.
Participants could click photographs and upload them in the contest using a Facebook
Application. The photographs uploaded were enlisted in the Gallery where one could view
all the entries. Users could also choose their preference among the entries. One could
even download the entire Colours of India Calendar.
Result
A total of 1013 entries were received in the Contest
The entries combined garnered a total of 1124 votes
Xerox India Official Facebook page added more than 12,000 fans during the campaign
What makes us Click - Canon India
Canon India had started its campaign 'What makes us Click' revolving around spontaneously
clicking all the interesting moments of everyday life. The TVC of this campaign mentioned a
clicking moment corresponding to each letter of the English alphabet.
All needed was an interesting and engaging activity to create a buzz about this Campaign on
the Social Media.
As result, 'What makes us click' contest
on the official Canon India Facebook
page took place.
Idea & Execution
A Facebook application was created for the
contest. The 60 sec TVC of the campaign was
sliced into 26 slices corresponding to each letter
of the alphabet. 5 slices out of the 26 randomly
appeared in the application and the users were
asked to identify the alphabet each slice
represented.
The contest application also had a timer to
record the time each participant took to
complete the quiz. The participants could also
share their score/timings and invite their friends
to participate in the contest.
Each day, a lucky winners was gratified with a
Canon camera considering the score and time
taken.
Results
The Contest ran for a duration of 20 days from April 11 to April 30, 2012, during which the
brand page received over 96,000 New Likes.
Over 31,300 people participated in this Contest
Get Real - AskmeBazaar
#WaronFakes
Due to increasing consumer complains,
AskmeBazaar, one of the fastest growing e-
commerce players, through #WarOnFakes
exercised removal of many 'most likely fake
sellers .
The Challenge
Now, what could be an interesting way to
communicate audience that AskmeBazaar is
now all about Original Brands and Great
Deals.?
Idea and Execution
A Poor Joke route was taken through a follow
up campaign – Get Real to educate
customers that fakes are as bad as PJs. With a
series of posts this message was delivered in
a very fun and engaging way.
Books2Mark From 2015 – AskmeBazaar
The Challenge
2015 was on its way out when
AskmeBazaar was struggling with its
books category. Facing tough competition
from Flipkart and Amazon in the same
segment, there was a need of introducing
engagement to the Year End Sales.
Idea & Execution
A campaign Books2Mark From 2015 was
conceptualized that curated a selection
of the best book of the year in an online
book store. On Ask eBazaar s Blog
platform- Blog Buzz, around 10 blogs got
featured, which redirected to the same
store. Each day 5 best books in a
particular genre were unveiled on the
store in sync with Facebook Page Alerts
and blog posts.
BARFI & I – Monti Carlo
What was it?
'Barfi & I' was a contest to promote
Mo te Carlo s associatio with Barfi
Idea and Execution
Users were asked to use their webcam
or upload their images to make their
own Barfi poster. The users had to
pose several gestures for the poster
similar to the official one with Ranbir
Kapoor.
All the posters were displayed in an
online gallery where the users could
vote for the entries, share them and
invite their friend to participate in the
contest.
Result
1225 people registered in the contest during the 3 days of the contest
A total of 56 entries were received in the contest
A total of 1321 votes were received on the all entries combined
EYE Delight - Essilor
Each day one photograph, mailed by page fan was featured under EYE Delight Contest.
This extremely cost effective contest drove great engagement on Essilor Eye Lounge
facebook page
All because of FOG
A contest to drive
engagement and
indirectly promote
Essilor s Fog proof
lenses on social
media platform.
Fun@40 - Essilor
• Contest targeted 40+ users (who often use lenses to correct weak eye sight vision)
• Drove great engagement
• Slayed boredom among page fans
• Added more likes to Essilor Eye Lounge facebook page
Woolmark celebration
A microsite was created especially for this event which was user friendly and gave out
detailed information about the Wool Celebration initiative by The Woolmark Company. The
microsite gave out details like the Wool Celebration calendar, Event pics, showcasing special
capsule collection by IWP 2012 Indian finalist, designer duo Pankaj & Nidhi.
Timex India – Versace Watch Range Descriptions
Watch range description writing, keeping brand language and target segment
in mind.
Art For Heart – Columbia Asia
An initiative from Columbia Asia Hospital translated into a micro website, featuring art
gallery of participants. Voting online for each picture and social media friendly navigation
also helped BTL activity to run smooth.
Uflex Careers – A Career Micro site
Dialyfe – An Online Support Group for patient on
Dialysis
Looking at the sizable employee strength of
Anand Group of companies, a marathon for
employees: ANAND RUN was
conceptualized.
Execution
A 15 Days email campaign included: Teasers
Registration Mailers, Mailers to buy Anand
Run Merchandise along with few engaging
mailers, which were synced with ANAND Run
Facebook Page.
Result
750 registrations
600+ people turned up for the run
ANAND Run
ACS was an innovative case study competition, open
for those management students who have knack to
crack complex business cases.
Execution
The intent of this challenge was to provide an
opportunity to India's brightest minds to improve
their strategy skills, while enhancing the equity of
the ANAND employer brand.
A 15 Days email campaign was devised, which
included teasers, mailers for registration,
Submission Open Mailers, Submission Countdown,
Goodies winners Lists, etc.
Result
91 registrations with 31 submission
Anand Case Study
Diner Clubs monthly alerts (highly textual and
informatics) communicating subscribed users
new offers.
Event Mailer
Product Launch Mailer
Offer Mailers
The Wool Celebration Moments
Application helped Woolmark India in
capturing & streamlining the data
participants during the on-ground
activities for the Wool Celebration
campaign.
Participants submitted their details
directly on the iPad and clicked photos
using this application. All the data
captured was saved to a central database,
which was used by the company to have
real time information about the success of
the activities across India, sitting at one
single location.
